How 2 Copywriters Convinced Strangers to Take Drugs and Try Building Ikea Furniture
Posted in: UncategorizedEarlier this week, an updated take on a famous anti-drug PSA posed the classic question: “This is your brain. This is your brain on drugs. Any questions?”
Nope. But what about your Ikea furniture on drugs?
Hunter Fine and Alex Taylor are two veteran copywriters who met several years ago while working at BBDO New York and continue to collaborate on the occasional side project. Last year, they were discussing the shared frustrations of building Ikea furniture when a friend noted that the experience would be particularly difficult for someone under the influence of certain intoxicants.
Using the power of the pun, they then developed the idea for “Hikea,” a video series in which they recruited several willing strangers to go on camera, take substantial doses of psychedelic drugs, and attempt to construct new desks and drawers without injuring themselves in the process.
We think it’s fair to say that they experienced varying degrees of success. In the first episode, things went predictably awry for Giancarlo and Nicole once the LSD kicked in.
